News Network CEO Hyland: the car began to enter a new era of the Internet

And information technology news March 22, hosted by iResearch Consulting Group, the seventh annual iResearch summit held in Beijing. The annual meeting of Ereli lasted two days. Many industry leaders participated in the summit forum on the first day for exchange and discussion. The next day March 23, the industry elites on-site multi-dimensional analysis of industry dynamics, share successful experience and unique insights. Car News Network CEO Hai Lan delivered a keynote speech.

"More than 60% of car buyers in 2008 started to understand car information through the Internet and this number has continued to grow in recent years. I just mentioned that the car has been the main force in the Internet so far, Highlander said.

At the same time, Hyland also believes that the traditional internet and mobile internet are combining forces at the start of the new Internet era, including search tools, including car games, and some of the comparative reviews we've seen, Try.

The following car network CEO Hylan speech Record:

Hyland: Thank you, thanks Ereli. Car information network is a new face, so my next speech may be combined with car network itself more. Today's theme is exactly the pattern, change and foregone conclusion. So I hope everyone has this pattern, allowing the car network as a change in the car has not yet become a settlement.

First of all, let's talk about the era of the new network of cars. This is a concept that we ourselves put forward. Especially since 2012, while the third wave of Internet in China has come, the automobile internet is also entering an era of new network.

The speed of the car into the new network era is still very fast. In the past few years, we can see that there has been a substantial increase in the online advertising of the entire car industry. Especially since 2008, the overall increase is very alarming. So now we look, it is very pleased that, through a variety of data can be seen that the Internet has become prospective owners of their access to information the most important channel. This is also an important feature of the automobile run into the new Internet era.

Probably in 2008, over 60% of car buyers had started to understand the car information through the Internet. This number has continued to grow in recent years. I just mentioned that the car has been the main force in the Internet so far. Last year's delivery of more than 50 billion yuan, has accounted for the second category of the entire advertising rankings. In the meantime, the ecosystem of automobile internet is more complicated. We can see that in the traditional sense, channels including search engines and portals, as well as large vertical websites, will have a greater impact. However, starting this year, especially since the end of last year, we have seen a broader sense of Internet marketing for the e-commerce model, SNS, some social products, including mobile Internet products and even some car networking products.

As I just mentioned, we can now feel that there are so many challenges to the Internet in the traditional sense. For example, some Montero, they will also provide some games, with the car Internet for an interconnected competition. For example, we have seen a number of wind and moisture similar to the external site in the infancy, so far, including some mobile SNS, microblogging, become a new type of medium, which are for the automotive industry provides a huge business value.

So far, as the car started to enter the new Internet age, the traditional Internet and mobile internet are all working together, including search tools, including car games, as well as some of the comparative reviews we've seen in these areas Try it.

After the car entered the new Internet era, we often think that as an Internet media, what kind of coping strategies should be? I personally think it still needs three returns.

These three returns are actually two directions. The first direction is to say that we want to return to the Internet media properties. The media attributes to the extreme. Is to provide the absolute content of the king. But also to maximize the Internet properties.

Return to the king for the first point I would like to talk about a creative idea is that we must be new, very new, to break through this industry, some of the inertia of thinking we formed before, we should these new ideas, new ideas, creative belt To the car Internet field.

As we all know, in fact, the car is a traditional industry, the traditional industry and the Internet compared to other, such as we see the IT industry, this speed to be a little slower, in this case, we must find some very creative ideas come out , To return to the essence of the content is king. Che Xun network in this area made an attempt. That is, we launched a scrap workshop. After this attempt we will find that brings a huge user value. Including the spread of our news, including the entire flow of our official website, the visit speed is very, very alarming.

Return to the king of the other core is that we must be true, we must make the car class information to be very, very objective and fair. We must tell the truth, do the truth, we must be objective. To be a trustworthy website, use these starting points to push content to new heights. The other one, return to the content of the king itself we need very accurate. This concept actually includes just easy car Huai general also mentioned, we have to do accurate marketing class. How to find these potential? In fact, as a car network considerations, we not only do ourselves, to do more joint, these alliance is reflected in the more precise users to attract the platform. Therefore, we are now cooperating with all kinds of driving schools across China to attract driving school students across the country. In addition, we and the country's mainstream life service website for cooperation, basically covering the urban white-collar population.

In fact, we can see that we have to return to the essence of the Internet, that is to be done. Users have always been a very central part of the entire car's Internet. So how do you call it? In fact, there have always been two types of voices in the whole format, and I personally think that both will bring about a very successful direction for the company. One category is pure 2B companies, a class of pure 2C companies.

In fact, from the car point of view, we are trying to build themselves into a 2C company, so all of our point is to serve the user. Including that we have to be smart to buy a car, before we see Jingdong Mall also made online car service throughout the automotive industry. Personally, I think it is a model of individual car manufacturers to promote their own brand. The road to the car is not exactly the same as this one. The difference is that we really want to hope that the car can be a platform for this car to give you the opportunity to buy a car smart. In other words, we will give this part of the real profit to consumers. If you are interested in car network can take a look. We have a long-term buy platform.

In addition, I feel responsible for the consumer, responsible for the user, we must be aware of the car, so that consumers know how the car is like, know when the car, the reaction of our business owners what kind of. So we started to try to introduce reviews into the automotive Internet. This is an ingenious product for the entire automotive sector at this point of time. Basically, consumers come here to comment on all the merchants, including maintenance, modification, and then gas stations, and even auto insurance services in this category, and then give everyone a comment. Then the real consumer comments to everyone for a real comment. There will be some coupons if you sync. Let everyone in the car level to get a more effective and true guide.

Now we look at the entire car network is still very focused, we have to do product-centric. Include a pattern that we will have an entire app for a reseller out. Then it is the car to buy a car pass is actually made a car without any information mobile APP. So far, the total amount of this app has surpassed that of the entire car and has ranked first.

In the new era of automotive network, we have some marketing rules should also be a big change. Including mainly my personal opinion, our subjective marketing should be shifted to a data-based marketing, everyone in the automotive sector, basically on the marketing side, may be partial subjectivity will be stronger. Especially a few years ago, until now, I believe I have completely shifted to a level of data marketing. If the proportion of subjective marketing before accounted for 70%, then up to now, subjective marketing may have reached 40% level.

On the other hand, it is the transfer of pan-concept marketing to creative marketing. Now pan-concept marketing car customers to do when the car network, many will not pay special attention to whether the user is to break down, the concept is relatively confusing. From this year to see the whole trend, began to shift the creative marketing. Including the higher level of recognition that we have seen some bright ideas that can bring them directly to the user.

More importantly, I feel the core relationship marketing in this industry began to shift to integrated marketing. Prior to this, for automotive customers, because they are traditional industries, relatively speaking, is a semi-closed state, in this state, we do marketing, to some extent, rely on the relationship between marketing. However, starting last year, until this year, we see more and more integrated marketing to force the model began to receive more attention. What is the integration of marketing it? Before I also talked about a few points, is the content to be professional, product competition to the core, the user is the first demand. Only such a very strong overall strength of the site, it is possible to win more and more customers.

The whole prospect is expected, we can see, so far, in fact, microblogging, SNS and other interactive product marketing, which has become a new generation of vehicles throughout the field.

Basically, the mobile Internet has been receiving more and more attention. This is Ereli's data. So far, the number of mobile Internet users has reached 700 million by 2015. Mobile Internet has also become a very important and worthwhile vehicle for Internet marketing. Exploring the area.

Throughout the next few years, the car entered a new era of the Internet, we see that the marketing of the car market should be more and more attention, basically speaking, in the car market will have a more important position. Because we all know that we now have about 100 million car ownership. The number may reach 200 million by 2020. As a whole, the scale is constantly expanding, and the marketing aimed at car ownership should be the main force in the future. Aftermarket cars have very large car potential, it is worth all our car Internet people to pay attention. Thank you.

The end of the last sentence, whether Internet or car Internet people should work hard, begging because I believe one day those born glorious and dreams will all arrive, thank you.